Covert Triggers
by Kevin Hogan
Page 2
Things YOU Can Do:
Ladies' clothing is mass-produced, so displaying only one dress at a time gives it an air of exclusivity. (Think of how that same dress would look in a store on a rack with a hundred dresses just like it in all the different sizes.)
In a world where mass-production is the name of the game, an offer of exclusivity is especially appealing. Ms. Shopper thinks to herself, "There's no other person in the world like me and no other dress in the world like this one. I must have it."
When your marketing says, "This product/service is a limited edition," consumers hear this:
"I'll have something that other people won't and they'll envy me."
So, Ms. Shopper and her equally exclusive-minded companion Mr. Shopper are easily won over with marketing phrases like these:
- "Limited Edition"
- "Limited Production"
- "Limited Number Available"
Essentially, exclusivity puts a buyer in a "one up" position from everyone else, providing a big boost to the ego along with "bragging rights." It can be used to market all kinds of products and services, from fine art to french fries.
Now don't kid yourself -- the Shoppers aren't idiots. They're aware of the difference between ready-to-wear and custom-designed apparel.
Intellectually, they know that the few pieces on display represent dozens of other garments in the back room. But despite what the Shoppers know intellectually...it's how the exclusive ambience of the store makes them feel emotionally -- that will drive their purchases.
We already know that positive emotions are the "big dogs" when it comes to motivating people to make a purchase. An exclusive offer gives buyers a tremendous jolt of "feel good" by making them part of the circle of five or whatever.
The concept of exclusivity is also extremely concrete. There's no interpretation required, no need to figure out what it means. "Only 10 available" means exactly what it says,...except when it’s bogus and it all backfires.
You probably see the stuff advertised like, "20 seats left" or 18 "spaces remain so hurry" (what the hell is a space, anyway?) ...or "only 31 copies of tthis EBOOK" remain. (huh?)
It’s pretty obvious it’s a ploy, and consumers HATE to be manipulated. Influence should cause a person to feel special or good or "saved" when they make a purchase. Not to feel like they have been conned.
Generally, the people and businesses who stick to their "limited to X..." do the best long-term. Short-term, people will believe anything. But LONG-TERM, consumers remembered. Make sure they remember that the price really DID go up after the early bird registration. Then they trust you forever.
"God Within..." The Enthusiasm Selling Trigger
Someone once said...
Money buys, but enthusiasm sells.
(I also like the one that says "Jesus Saves, But Moses Invests".)
ANYWAY...ENTHUSIASM is rooted from the greek en-thus (in zeus)....god within.
That’s a pretty cool concept.
I don’t get fired up about a lot of stuff. When I do get fired up...seeing Paul McCartney at the Garden Arena at the MGM or Elton John at Caesar’s...then it runs through my body and I become...electric...and it’s something that is evident.
My 11-year old son was talking about McCartney with two of his friends here the other day. I was watching the concert tour on DVD while writing Coffee. They asked who I was watching.
He said to them, "You don’t KNOW who Paul McCartney is? Are you stupid? God...Dad, they...”
"It’s OK, son - their parents probably..." (and then I trail off realizing that my son is just like me and my mouth will have a foot in it shortly if I continue.)
The kid sees the concert on TV and he’s STILL disappointed that they didn’t put him on the DVD because he WAS on the screen in Minneapolis when he was standing on the chair next to me. You should have SEEN that face. You can’t BS that kind of enthusiasm. Thrill...
Enthusiasm SELLS.
Enthusiasm is the process of transferring your excitement for your services to your prospects and clients. It’s that simple. That kid could sell a Nine Inch Nails or Marilyn Manson fan on McCartney.
If you can get your prospects as enthusiastic as you are, they'll be eager to buy. And enthusiasm IS contagious...even for me.
In ancient Greece, smart people thought enthusiasm was a gift from the gods. And in today's world, the same thing is true -- people with enthusiasm have the special power to convince, motivate, and sell.
"One of the most distinctive features of a high producing club vs. a low producing club is the level of enthusiasm that the staff emits." -- Michael Fahey, Fitness Business Pro Magazine
Need more convincing about the power of enthusiasm?... 
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Kevin Hogan
Network 3000 Publishing
3432 Denmark #108
Eagan, MN 55123
(612) 616-0732
Photos appear under license with Stockexpert.
